Israeli gov't abandoned PR war, Erdan unveils 'army of hasbara' plan

In a dramatic press conference in Tel Aviv on August 6, 2026, former UN ambassador Gilad Erdan and MK Yuli Edelstein announced the formation of a new right-wing political party while delivering a scathing critique of Israel's public diplomacy efforts. Erdan accused the Israeli government of abandoning the hasbara (public relations) war, insisting that the country must mobilize an "army of hasbara" led by a dedicated "chief of staff" to counter anti-Israel narratives, especially in the United States.

New Party Shakes Up Political Landscape

Erdan and Edelstein, both prominent voices on the Israeli right, unveiled their joint political venture ahead of the upcoming general elections. The party aims to capture disaffected right-wing voters who feel that the current government has not done enough to protect Israel's interests internationally. The announcement signals a potential realignment, with the new faction potentially competing with established parties like Likud for the same voter base. The timing, just months before Israelis head to the polls, adds urgency to their campaign.

A Blunt Assessment of Israel's Hasbara Failures

Erdan, who spent years defending Israel at the United Nations, did not mince words in his assessment. He described the government's current hasbara campaign as ineffective and disjointed, arguing that it fails to make a compelling case for Israel on the global stage. His solution is a 'comprehensive plan' tailored specifically to the American audience. Erdan said the plan would require a coordinated, military-style approach, with a 'chief of staff' overseeing the effort to ensure every front is covered. He emphasized that the US is the critical battleground for Israel's narrative, where public opinion can directly influence political support.

Why Hasbara Matters Now More Than Ever

Israel faces mounting diplomatic pressure, with critics increasingly framing the conflict with the Palestinians in terms of human rights violations. The BDS movement, international court proceedings, and volatile campus politics have all contributed to a challenging environment for Israeli advocacy. Erdan's tenure as UN ambassador was marked by frequent clashes with member states, giving him firsthand experience of the obstacles Israel faces. His critique resonates with many on the right who believe Israel has been too reactive in its communications strategy. The call for an "army" of advocates reflects a growing desire to match the organizational intensity of Israel's detractors.

Political and Diplomatic Implications

The new party's entry into the race could have far-reaching effects. On one hand, it risks splitting the right-wing vote, potentially complicating coalition-building after the elections. On the other, it could push the issue of hasbara to the forefront of the national conversation. Erdan's 'comprehensive plan' is not yet public, but his framing suggests a pivot towards a more aggressive stance in the US public square. The party's platform could force other political groups to adopt stronger public diplomacy positions, creating a broader realignment in how Israel approaches its international messaging.

As the campaign progresses, all eyes will be on Erdan and Edelstein to see if they can convert their critique into a viable political force. The success of their strategy may hinge on their ability to translate bold rhetoric into concrete policy proposals. For now, the announcement has energized the hasbara debate and added a new dimension to Israel's electoral politics.